43 years.  

That is the length of time ABC Fitness has been serving the fitness industry as the premier technology provider.  

As the CMO of a brand with so much heritage, I am a firm believer that to move forward, you must look back. 

It’s a privilege to be able to lead marketing for an organization with a rich narrative. Storytelling is more robust when there is a historic underpinning that illustrates a business’ ethos over time. 

To that end, ABC Fitness’s deep–rooted history started as ABC Financial in 1981 – true to our original name, our humble beginnings were based off the most important line item to gyms: supporting member billing. 

As the fitness industry evolved to include the needs of not just billing—but also revenue growth, member management, and automation to better scale business—so too did ABC.  

Building upon our legacy of excellence, we evolved into ABC Fitness and dedicated our company to empowering fitness businesses of all sizes, anywhere in the world, transform their fitness visions into seamless reality.  

We further penetrated the wellness space by building and investing in innovations that fueled boutique studios, international franchises, regional club chains, local gyms, as well as personal trainers and coaches throughout the 2000s by welcoming ABC Glofox, ABC Trainerize, and ABC Evo alongside ABC Ignite into the ABC Fitness portfolio and unveiled a new look just a short year ago.

More than just a new set of designs, our brand represents the new ABC Fitness, with aligned mission, vision and values. The most powerful brands are authentic and represent our best asset – our people. It has been most rewarding to see our brand recognized in various ways such as America’s Greatest Workplaces 2023, America’s Greatest Workplaces for Job Starters, and America’s Greatest Workplaces for Parents and Families 2023 by Newsweek, Built-In 2024 Best Places to Work winner, and most recently we were certified as a Most Loved Workplace.  

Our brand also needs to reflect the dynamic fitness industry we serve.  

In our annual active consumer research study, we found that our customers are now faced with a very different member than in year’s past: They are more knowledgeable about fitness, investing in multiple membership types, and define the very idea of fitness as more than just physical exercise – expanding into mind, body, and spirit. This “Wellness IQ” as we like to call it, means that fitness businesses have a bigger job to do. And true to our mission, we believe that it is our job to better facilitate doing just that.  

It is with excitement and tremendous gratitude to my team of marketers (who did not bat an eye when I mentioned website redesigns earlier this year) that I reintroduce you to abcfitness.com  – the digital hub for fitness and wellness businesses of any size, anywhere.  

I hope you enjoy browsing around our many offerings that truly cater to this industry’s expansion. As fitness continues to grow, we are dedicated to staying agile and helping our customers stay one step ahead.  

Cheers to new beginnings and more to come! 

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For over four decades, ABC Fitness has been dedicated to empowering the fitness community with innovative club management solutions, fostering a culture of excellence and growth. At the heart of our success is our people—the driving force behind our vision.  

Our focus on employee engagement has led to remarkable achievements, including recognition from Newsweek as one of “America’s Greatest Workplaces” and Built-In as one of the “Best Places to Work.” Sharing the respective recognitions with esteemed companies like Airbnb, Nike, and Netflix, is a testament to our dedication to fostering a supportive and inclusive environment. 

Today, I am thrilled to announce another milestone for ABC Fitness. We have been certified as a Most Loved Workplace®—a recognition we are particularly proud of as certification is based entirely on employee feedback. The Most Loved Workplace certification underscores our commitment to caring for our employees, fostering a culture of excellence and continuous improvement. Being named a Most Loved Workplace further solidifies our position as a leader in workplace satisfaction and employee well-being. 

At ABC Fitness, our core values of Best Life, One Team, and Growth Mindset, and a commitment to Diversity, Equity, Belonging, and Inclusion (DEBI) are guiding principles that shape our organization every single day. They inspire us to strive for excellence, foster collaboration, embrace learning and growth, and champion diversity and inclusion in everything we do. 

I want to express my gratitude to our team of over 2,000 associates who bring our core values to life every day. Their hard work, dedication, and passion are the driving forces behind our success, and I am immensely proud to be a part of this incredible team. 

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My team and I always look forward to attending the IHRSA Convention & Trade Show. As one of the largest conferences for the fitness industry, it is a great opportunity to catch up with our industry friends and ABC Fitness’ global colleagues, as well as get inspiration from the keynotes and discussions, attend lively networking events, and enjoy the vibrant exhibits on the trade show floor.  

Last week’s event in Los Angeles was no exception as thousands of industry partners came together to celebrate the fitness industry’s success from the past year and look ahead to what’s next in 2024 and beyond.  

The timing of this year’s conference coincided with an exciting milestone of our own: ABC Fitness has supported the fitness industry for over 40 years, reaching over 40 million members in more than 100 countries. We are celebrating this milestone with a new campaign called #ABCFit40 that we launched at IHRSA 2024. Join us by sharing your fitness story and moments using #ABCFit40 on Instagram!  

Below are some of the themes that came to the forefront during the tradeshow this year and details on how ABC Fitness is staying ahead of the curve. I have also shared a sneak peek at some 2024 trends we are seeing, as outlined in our ABC Fitness January Innovation Report.  

The Maturation of the Fitness Industry 

One of the biggest headlines from last week’s event was IHRSA’s rebranding to become the Health & Fitness Association (HFA). As the chairman of the Industry Partner Advisory Council (IPAC) as well as an IHRSA Board Member, I am proud of HFA for taking this step forward to better represent who our industry is today as we focus on holistic health and fitness – including technology, recovery, strength training, and everything in between.  

It seems fitting to rebrand the association with a new name that better reflects the expanded role that health and fitness now plays in our lives. With check-ins exceeding pre-pandemic levels, according to our proprietary ABC Fitness data our industry is not only poised for growth, but also for a new level of maturation as we enter a phase of increased mass appeal.  

It was my pleasure to join the other HFA Board Members on stage to unveil this next phase of the association’s evolution. I was also fortunate to discuss the state of the industry with Amy Frena from the Health and Fitness Association in the interview below.  

Technology’s Key Role in Today’s Fitness Industry 

Many of the panels, sessions, and new products showcased at this year’s event focused on mobile tech, AI, data, and other innovations. We at ABC Fitness have long understood the powerful synergy of technology and human ambition, and our products and services reflect this understanding. According to our research, today’s active consumers have a broader understanding of health and fitness, possessing what we call the “Wellness IQ,” which is why integrating technology in a way that helps consumers trust your brand is key to growth. 

Some of the latest product and service enhancements we announced last week include: 

• ABC Trainerize now enables better offline in-person client management and payments, significantly increasing client engagement. 
• We have integrated AI-powered customer churn prediction and at-risk member identification into ABC Glofox, helping our clients better understand and engage members to aid retention.  
• ABC Ignite has introduced new engagement features and app rebranding with custom themes and client types.   
• Improvements to ABC Evo’s appointment scheduler allow for enhanced availability scheduling and coordination.  

We also hosted an Innovation Lab offering select attendees a special demonstration of how Generative AI can help club owners and operators simplify and accelerate decision-making, helping them advance and grow fitness operations.  

Keeping Human Connection Top-of-Mind 

It’s important to note that the growing role of technology in fitness does not equate to less focus on human connection and interaction. During a panel discussion, ABC Fitness’ Chief Marketing Officer, Cristine Kao, summed it up well, saying, “Technology will only augment so far in day-to-day interaction with members. Human connection empowers community and member retention.”  

Emphasizing the important role that the human factor continues to play in the fitness world was keynote speaker, Mariana Atencio. Mariana is a newscaster, best-selling author, and head of her own media production company who became well-known as a motivational speaker after her TEDx Talk “What Makes YOU Special,” went viral, being viewed over 24 million times.  

In her keynote, Mariana talked about the power of authenticity. She describes it as knowing who you are, what you value, and what your vulnerabilities are—and not being afraid to show them. I wholeheartedly agree with what Mariana said, “Authenticity helps people live happier and more fulfilled lives.” 

This dovetails with the fact that fitness consumers are more authentic than ever and speaking up. In fact, in a recent third-party survey sponsored by ABC Fitness, 58% of respondents said that they want their gyms, clubs, and fitness studios to embrace social causes, with mental health, racial equity, and gender equality/sexism topping the list. 

In the panel on the next frontier of fitness, ABC Fitness’ Senior Vice President of Product Management, Addison Perrymond, acknowledged these findings, adding that the very definition of fitness has changed. Consumers now identify nutrition, workout accountability, and mental health as being just as important as traditional markers of physical fitness, which was a trend we saw already coming to life on the trade show floor.  

ABC at the forefront of the fitness industry 

I am proud that ABC Fitness has played a pivotal role in the evolution of our industry and how we fit into the future of the Health and Fitness Association. We are dedicated to helping our members offer premium experiences, including flexible billing to fit every budget, tailored classes, and programs, and 24×7 personalized mobile experiences. We are also proud to represent 30,000 clubs in over 100 countries and share our data with the industry, so we can all learn and grow together. You can find our “January 2024 Innovation Report: Active Consumer Study Insights and Findings” here. 

I am grateful to our team, our customers, and the fitness community for a great event this year, and for helping us stay at the forefront of fitness. Let’s continue to work together to usher in a new era for our industry. See you in Las Vegas this time next year!  

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Rather than something to be feared, this transformative technology needs to be embraced and here at ABC Fitness we are doing just that. Read on to learn about the top ways we see AI impacting the future of business operations in fitness:
  

AI Revolutionizing Member Acquisition and Retention 

One of the most significant shifts we anticipate is the deployment of AI to enhance the accuracy of new member acquisitions. Automation and personalization will reach unprecedented levels, offering potential members a seamless and tailored onboarding experience. Additionally, AI is expected to play a crucial role in predicting member behavior, and aiding in retention strategies. By identifying individuals at risk of cancellation, clubs can proactively offer personalized incentives, promotions, and targeted communication to boost retention rates and ultimately foster long-term commitment. 

Voice Assistants and Generative AI in Fitness Spaces 

Generative AI is set to transform the way fitness operators interact with their members. Voice assistants equipped with fluid and complex conversational abilities are becoming more widespread. Like other industries where voice assistants manage various tasks, we expect an increased presence in fitness clubs. From booking classes to handling billing inquiries, these AI-driven assistants can free up staff to focus on other aspects of the business, contributing to operational efficiencies and giving time back to allow them to do what they do best: transform members’ lives.

Optimizing Space Utilization & Maintaining Equipment 

The analytical power of AI is already being harnessed across various business aspects, and its role in optimizing space utilization within fitness facilities is gaining traction. By learning user behavior, AI can assist operators in making informed decisions about allocating space for cardio, weights, high-impact areas, or classes. This predictive capability enables clubs to quickly adapt to changing fitness trends, as witnessed by the decline in cardio equipment use post-pandemic. 

Maintaining a fully operational gym requires constant attention to equipment maintenance. AI algorithms can predict when equipment is likely to fail, allowing gym owners to schedule preventive maintenance efficiently. This not only minimizes downtime but also extends the lifespan of expensive workout machinery.

Dynamic Pricing Strategies 

If you have ever taken an Uber during rush hour or booked a hotel or airline ticket at the last minute, no doubt you are familiar with dynamic pricing. It has proven remarkably effective in the hospitality and travel industries and can be brought to bear in the fitness sector. Algorithms can analyze historical data, peak usage times, and member demographics to optimize pricing strategies. Gym owners can implement dynamic pricing models that adjust membership fees based on demand, maximizing revenue during peak hours and encouraging off-peak utilization.

AI, Big Data, and Club Operations 

With AI, machine learning, and big data driving decisions, fitness business operators are gaining valuable insights into member behaviors and preferences. Leveraging AI and big data allows fitness operators to anticipate trends and tailor their services to specific market segments and geographical regions. This is at the core of ABC Fitness’ ongoing mission to help our customers turn their fitness visions into seamless reality. Fun fact: ABC Fitness has been playing in the big data space for years. Our ABC Fitness Insights offerings across our solutions bring advanced business intelligence and reporting for growing clubs and franchises globally. Streamlining data collection and interpretation is just one example of how we anticipate providing actionable trends for the customers we serve across 31,000 clubs and more than 38 million members around the world. 

Customized Fitness Experiences 

AI enhances the personalization of fitness experiences, allowing gym owners to offer tailored workout plans, nutrition guidance, and even virtual training sessions. This customization not only attracts new members but also fosters a sense of community and individual achievement within the gym. 

Wearables as Bridging Technologies 

Technology is also facilitating the new way consumers are choosing to work out, both inside and outside of the gym. It is powering the hybrid workout model, providing on-demand and remote classes, and allowing club operators to remain part of their member’s experiences wherever they are. As consumers diversify their fitness routines, AI-integrated wearables continue to serve as essential tools bridging the gap between clubs and members.  

Wearables not only provide valuable insights into consumers’ health and fitness, but also empower users to make informed decisions about their lifestyle and generate personalized workout recommendations based on the user data gathered. In a way, wearables are facilitating a seamless connection between fitness consumers and fitness operators, allowing club owners to remain an integral part of a member’s fitness, wellness, and nutritional journey, as well as ensuring that fitness operators stay relevant beyond the confines of traditional fitness spaces. 

An Intelligence Revolution as Seismic as the Industrial Revolution 

Bigger than the smartphone and on par with the invention of the internet and the industrial revolution, AI is heralding a new era of human, societal, and economic development. 

While we are at the beginning of a global transformation, two things will remain constant: technology will continue to advance at breakneck speed, and ABC Fitness will continue to build and invest in intelligence that keeps its customers ahead of the curve. AI’s potential for good is as exciting as it is endless, and we are excited for what is on the horizon for ABC Fitness this year and beyond. 

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It was a remarkable experience in pursuit of an important piece of legislation that can boost the fitness industry, reduce the nation’s healthcare costs, and improve the health of countless millions.  

Over 60 influential fitness industry figures gathered on Capitol Hill to engage in substantive discussions with Senators and Congressional Representatives on the size and impact of the fitness industry on the local and national economy, the importance of fitness and its role in preventative healthcare, and how we all have an opportunity to play a greater role in promoting the tangible benefits of fitness and preventative care.

The goal was to encourage legislative support to incentivize people to make smart health and fitness decisions and to promote and reward investments in personal health. To this end, the PHIT Act aims to provide financial incentives for people to maximize their fitness journeys, which is the core mission of ABC Fitness and our customers.

What is the PHIT Act: 

The Personal Health Investment Today (PHIT) Act is federal legislation aimed at incentivizing physical activity. If passed, it enables flexible spending accounts (FSAs) and health savings accounts (HSAs) to cover expenses related to activities and equipment that promote physical activity, exercise, and wellness. It would allow individuals up to $1,000 per year (or $2,000 for families) of pre-tax dollars to be spent on items such as:

• Gym & Health Club Memberships  
• Youth & Adult Sports League Fees 
• School Pay-to-Play Sports Fees 
• Personal Trainers 
• Bike Rentals 
• Sports & Fitness Equipment 
• Sport-Exclusive Footwear 
• Tournament & Race Registration Fees 
• Youth Camps 
• Fitness Tracking Devices 
  

The PHIT ACT is intended to be used for spending on expenses for the sole purpose of being physically active. The proposed bill also places a limit of $250 on any single piece of equipment and disqualifies expenses relating to sailing, horseback riding, hunting, or golf. Again, in order to keep the focus on activity, books and videos are also excluded.   

Originally introduced in 2018, the PHIT Act has enjoyed bipartisan support. However, while it gained initial House approval, it faced delays in the Senate. Recently, in March 2023, Representative Mike Kelly and Senator John Thune reintroduced the initiative (H.R. 1582 and S. 786), and our recent visit was convened to reinforce the industry’s commitment to its passage. It is worth noting that the PHIT Act enjoys bipartisan support as it continues to gain traction in both the House and Senate. 

Not only will this be a major catalyst for growth for the industry, but it also has the potential to lower healthcare costs for the nation.  

Importance of the PHIT Act: 

Recognizing the essential role of physical activity in both physical and mental health, the PHIT Act addresses a critical need. Among the millions of active consumers in the U.S., 2 in 5 cite exercise as a means to support their mental well-being. The Centers for Disease Control and Prevention (CDC) underscores that insufficient physical activity can lead to heart disease and increase the risk of chronic medical issues, such as obesity, high blood pressure, high cholesterol, and type 2 diabetes, even in individuals with no other risk factors. 

With its provisions to include expenses relating to school sports fees and youth clubs, the PHIT Act is very much focused on helping families and encouraging a healthy lifestyle from an early age. Since the average annual income of an individual or family that uses an FSA or HSA is around $60K, the PHIT Act is also very much designed to help middle America, rather than only those at the top of the economic scale, even its widespread potential benefits. 

Advancing Industry Advocacy   

What struck me during our meetings was the surprising lack of understanding about the size and impact of the fitness industry as local employers, tax contributors and the role it plays in serving the health and wellbeing of our communities. So, during our time on Capitol Hill, we focused on a two-fold effort.  

First, we shed light on the fitness industry’s significant impact on the economy and the growing trend of people prioritizing their physical and mental health post-pandemic. We highlighted the industry’s resilience through the pandemic and its crucial role in the post-pandemic era, where health and wellness are paramount.  

Second, we addressed the lack of awareness and understanding about the PHIT Act itself, emphasizing its sensibility and potential benefits. While there was general appreciation for its sensibility, concerns were raised about its cost and whether it would benefit a specific class. Our task was to articulate the inherent benefits of the legislation and address these concerns, emphasizing that it is about providing more options for the X million individuals who have an FSA or HSA account, so they have an opportunity to use their rightfully earned pretax dollars. 

One key point we emphasized was the significant amount of money—several hundred million dollars annually— forfeited by individuals with unused FSA and HSA funds, which benefit corporations. The PHIT Act, we argued, is about empowering constituents to reclaim these funds for their personal health and wellness activities. 

What Can You Do to Help? 

As Board Chair of the IHRSA Industry Partner Advisory Council, I have witnessed and have the opportunity to help shape the collective industry’s activities to champion this proposed legislation. Our goal is to garner support within the House and Senate, enhancing the PHIT Act’s chances of being incorporated into a larger financial bill.  

However, advocating for the fitness industry should be the responsibility of all of us involved in it. So please get involved! Contacting your local Congress Representative or Senator is a great first step, and it could not be easier. 

To help, IHRSA has created several resources to put you in touch with legislators. As a fitness professional, you can make your voice heard with a ready-made response that can be accessed here.  You can also encourage family, friends, and your customers and clients to do the same with an individual note to representatives that can be accessed here.  

With everyone’s help, we can get this bipartisan legislation over the finish line.  Let us do it together! 

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1. Why Your Gym Needs a Mobile-Friendly Member Experience 
2. Why a Club Branded App is Better 
3. The 5 Features of the Best Gym Apps 
4. How to Get Members to Download Your App 
5. Engage Your Members and Deliver Exceptional Experiences

Why Your Gym Needs a Mobile-Friendly Member Experience 

When it comes to the modern gym, technology plays a key role in enhancing the member experience. The integration of new software has reshaped how people join, engage, and commit to their fitness journeys. From the surge in online joins to seamless member self-service, the incorporation of technology is vital for a successful gym. 

This is why gym owners need to consider introducing a club-branded app to their business plan. A club-branded app can serve as a powerful tool for gym owners to connect with their members, streamline operations, and create a more engaging and personalized fitness experience. It can also contribute significantly to member retention, satisfaction, and overall business success. 

Some other reasons why it’s important for gym owners to invest in a branded app include: 

1. Online Joins: A Digital Onboarding Revolution 

Over the past few years, online joins have experienced a staggering 39% increase, with a notable 62% belonging to the tech-savvy Millennial and Gen Z demographics.

The beauty of online joins lies in their simplicity; prospective members can initiate their fitness journey without the need for face-to-face interactions. This digital onboarding trend signifies a shift towards a more convenient and accessible joining process. 

2. Member Self-Management: Empowering Fitness Journeys 

Member self-management is at the heart of the tech-enabled gym experience. The demand for 24/7 self-service access is met through dynamic web portals and user-friendly mobile apps.

From scheduling classes on-the-go to managing payments effortlessly, the modern fitness enthusiast seeks control when it comes to their fitness routine. This not only fosters a sense of empowerment but also allows for a more personalized and tailored fitness experience. 

3. Blended Classes: Bridging Physical and Digital Realms 

Gyms that successfully bridge the gap between their physical location and digital presence are bound to see success. As the world embraces blended classes, 88% of gym members express their intent to continue digital workouts post-pandemic. Strikingly, 59% of consumers prefer a 60:40 split between in-gym and digital workouts.

This shift signifies a need for flexibility, and gyms that offer both options are twice as likely to engage their members, highlighting the importance of adapting to evolving consumer preferences. 

The Benefits of a Club-Branded App

While generic fitness apps offer a broad range of features and cater to various fitness businesses, a club-branded app can offer several advantages tailored to the unique needs and identity of a particular gym. The decision between a club-branded app and a generic one depends on a club’s overall goals, branding strategy, and the level of customization that management is comfortable with. 

Here are some reasons to consider a club-branded app instead of a generic fitness platform: 

• Branding and Identity: A club-branded app allows you as a gym owner to reinforce your facility’s brand identity. This consistency in branding creates a cohesive and recognizable image for your gym, fostering a sense of loyalty among current (and future) members. 

• Personalization: Club-branded apps such as Ignite Engagement can be customized to align with the specific services, classes, and features offered by a specific gym. This level of personalization enhances the user experience and caters to the unique needs of a gym’s community. 

• Member Engagement: A club-branded app can be designed with your gym’s community in mind, offering features that encourage member interaction, such as forums, social feeds, and challenges. This fosters a stronger sense of belonging and engagement compared to generic platforms. 

• Tailored Features: Specific features such as class schedules, trainer profiles, and facility information, can be seamlessly integrated into a club-branded app. This in turn enhances the app’s relevance to your members and provides easy access to any specific information they may need. 

• Seamless Integration: A club-branded app can usually be integrated with existing management systems, making it easier to manage memberships, track attendance, and gather data specific to the gym’s operations. This level of integration isn’t as seamless when it comes to generic fitness apps. 

• Exclusive Offers and Promotions: Gym owners can use a club-branded app to offer exclusive promotions, discounts, or rewards to members. This personalized approach contributes to member retention and satisfaction. 

• Consistent User Experience:  Members using a club-branded app are able to experience a consistent look and feel across all touchpoints with the gym, including the physical space, website, and any promotional materials. This consistency enhances their overall member experience. 

• Direct Communication: A club-branded app provides a direct communication channel between your gym and its members. Push notifications and in-app messages can be tailored to the gym’s communication style, ensuring that members receive relevant and timely information. 

The 5 Best Features of Gym Apps

The top fitness apps include a wide variety of features to deliver a holistic, personalized, and engaging experience for their users. This approach not only attracts users but also encourages long-term engagement. 

Features commonly found in the top club-branded apps include: 

1. Class Scheduling and Booking

Most club-branded apps allow members to view class schedules, book sessions, and receive reminders. They may include real-time availability updates, waitlist management, and the ability to book specific trainers or class types. 

2. Workout Tracking and Progress

The top club-branded apps often include features for members to log and track their workouts. This can include exercise history, performance metrics, and progress tracking, providing a comprehensive overview of their fitness journey. 

3. Virtual Classes and On-Demand Content

Virtual classes and on-demand content have become increasingly popular. Increasingly, gym members want the ability to access pre-recorded workouts, follow virtual classes in real-time, or choose sessions that fit their schedule, providing flexibility in their fitness routines. 

4. Social Integration and Community Building

Social features such as community forums, activity feeds, and member profiles contribute to a sense of belonging. Your members can connect, share achievements, and participate in challenges, which in turn fosters a supportive fitness community. 

5. Push Notifications and Alerts

Apps often leverage push notifications to send reminders, updates, and personalized messages to keep members engaged. This can include reminders for upcoming classes, promotions, or other relevant information.  

How to Get Members to Download Your Fitness App 

Encouraging members to download and use a club-branded app can significantly enhance engagement, communication, and overall satisfaction with your club. And with three million members actively using Ignite Engagement’s club-branded app, it’s clear that implementing a mobile strategy for your club is vital for success. 

The key is to add value to your members’ fitness experience while making their interaction with the gym more convenient (and enjoyable). 

Here are five strategies we recommend implementing to promote the download of your club-branded app among members: 

1. Incentivization  

The most straightforward route to getting members to download your club-branded app is to motivate them with exclusive discounts, promotions, or even special access to your latest content. Implementing a loyalty program within the app to reward members for consistent use is also an effective way to increase downloads.  

2. Useful and Valuable Features

It’s vital that your club-branded app provides features that will enhance the overall member experience, such as workout tracking, class schedules, nutrition tips, and payment management.  

3. Gamification 

Incorporating gamification elements into your club-branded app is another fantastic way of encouraging member downloads. For reference, ABC Fitness saw 37,000 members dive into challenges over 2023.  

So, whether it be through creating challenges, leaderboards, or rewards for completing certain tasks, gamification is an excellent way to encourage engagement within a club-branded app.  

4. Personalized Content

Personalization also adds value to a club-branded app. Consider delivering personalized content to your members, such as customized workout plans, nutrition tips, curated streaming, video workout libraries, habit coaching, and even virtual personal training calls. 

Some club-branded apps are even capable of helping to motivate members with personalized notifications and challenges based on custom behavioral triggers. 

5. Free Trials

Finally, another way to encourage your members to download your club-branded app is by offering a limited-time free trial or exclusive content within the app. This will help foster initial interest and can lead to long-term engagement. 

Engage Your Members and Deliver Exceptional Experiences with Ignite Engagement 

The decision to choose a club-branded app or a generic platform depends on you and your facility. While generic apps can be a quick solution, club-branded apps offer a more tailored and immersive experience for you and your members. 

By embracing self-service options through a club-branded app, gym owners can adapt to changing communication preferences and create an efficient digital—and in-club—fitness experience. 

With Ignite Engagement, you’ll be able to extend the reach of your club outside the walls of your facility, with a mobile experience that’s seamlessly connected to your gym membership software and billing platform. Plus, the administrative capabilities of the software will save time for your members, your staff, and you.  

Request a demo today and learn how Ignite Engagement can take ABC Ignite’s gym membership software capabilities to the next level.

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For over 40 years, ABC Fitness has remained laser focused on powering the fitness community with groundbreaking software and solutions that help people live their best life. We pride ourselves on this purposeful vision. As our Chief People Officer, I would be remiss if I did not disclose the secret to what fuels it: our people.

Creating a positive company culture is not just the right thing to do for our people, it’s the right thing to do for business.

In 2023, our team’s investment in employee engagement resulted in new levels of success including triple recognition from Newsweek as one of America’s Greatest Workplaces 2023, America’s Greatest Workplaces for Job Starters, and America’s Greatest Workplaces for Parents and Families 2023. Standing shoulder to shoulder with other shortlisted winners including Airbnb, Nike, Patagonia, and Netflix is a bright spot in our company’s history.

Today, I am thrilled to announce another exciting moment in time for ABC Fitness. Built In, one of America’s leading recruitment companies, has named us a Built-In 2024 Best Places to Work winner. All credit for these accolades go out to our dedicated team of over 2,000 who bring our mission and core values to life daily across the world.

Our core values of Best Life, One Team, Growth Mindset, and Diversity, Equity, Belonging, and Inclusion (DEBI) are not mere words; they are guiding principles that help power our business to new levels. Read on for a reflection of how these values have helped to evolve our organization over the last year.

Best Life

In 2023, we launched our Best Life program based on the premise that living your best life starts with physical, emotional, and financial wellness. While many organizations interpret “best life” as work-life balance, we believe it is about work-life flexibility. We engaged with nearly 250 ABC Fitness team members to talk about who we are, what is most important for all of us, and defined what we stand for through our core values. The result established initiatives to help our team prioritize their own well-being.

Each year, we observe four days (one per quarter) of a company-wide Day of Disconnect. Falling completely outside of international holidays, these days allow our team to switch off, recharge, and concentrate on activities of their preference. Hitting the nature trail, sleeping in, visiting family, and even catching up on household chores are just some ways our team members have embraced these days. Additionally, during the summer months, we condense the work week with Best Life Hours, so Fridays can be enjoyed.

Equally important is our team’s commitment to giving back. To encourage this, we offer two annual “Giving Back Days” to help people prioritize volunteering in their communities.

Lastly and arguably our team’s favorite benefit to foster work-life flexibility, is our “Pawternity” leave policy for the pet parents among us. In 2023, we welcomed nearly two dozen puppies and kittens to the ABC Fitness family.

One Team

Our ABC Fitness team has grown exponentially over the years with the acquisitions of ABC Glofox, ABC Evo, ABC Trainerize, ABC GymSales, and ABC Fitness BI. With our expansion in size and geography, our team now extends to 20 countries worldwide. As a result, we have embarked on a collective journey to unite our diverse workforce and expertise under the banner of One Team, taking bold steps to coalesce around our shared mission, vision, and values.

Through initiatives like cross-collaborative forums and global hackathons, we have created centers of excellence harnessing the expertise of our global team. Looking at best practices across the organization, we have also consolidated work tools and communication platforms to ensure a uniform approach is deployed across the company.

Additionally, our Global Socials program was established this year. As a remote-first organization, this program has allowed our teams to reconvene in their local cities around the world in person and enjoy activities together.

Our One Team initiatives have helped us overcome the challenges many companies face during mergers. A testament to this is the fact that our employee engagement and retention remains remarkably high, which speaks volumes to our joint pursuit of the same goals.

Growth Mindset and DEBI

Through a collective commitment to a Growth Mindset, we also ensure our team has the opportunity to learn and grow in their role at ABC Fitness through various professional development resources and cross-collaborative events. At the heart of growth is our focus on Diversity, Equity, Belonging, and Inclusion (DEBI).

What began as a people and culture initiative has evolved into a grassroots-driven movement. Our team actively contributes to monthly DEBI education sessions where our people come together to participate and learn.

With diversity and inclusion seemingly losing support in many places, we are proud that we are building a culture that promotes it in the workplace. Our team’s dedication to DEBI is truly inspiring and more than just a moral must; it is essential to attracting and retaining people.

Join the Movement

With the success we have seen over the past year, I have no doubt that our team will continue to bring our mission and vision to life in even more powerful and creative ways. I am proud of each and every person’s contribution to our business and am excited to see what is next for ABC Fitness in 2024 and beyond!

If you have a passion for fitness technology and think your Best Life could be as part of the ABC Fitness team, we would love to hear from you. Check out our careers site for our remote-first opportunities.

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After the indulgence of the holiday season, many of your prospects have likely resolved to get in shape. Perhaps they want to lose weight, gain strength, or are simply aiming to improve their well-being. Whatever their individual motivations may be, their fitness journey will begin by signing up for a gym membership.

So how can you capitalize on this wave of new sign-ups and grow your membership base?

In this article we’ll discuss six strategies to boost gym membership sales this new year. From attracting more prospects to converting leads into long-term members, we’ve got you covered.

Ready to elevate your gym’s success? Let’s dive in.

1. Offer Timely Deals and Promotions

Take advantage of the surge in interest following the holidays. Strategic discounts, deals, and promotions will supercharge new member sign-ups in January. 

The most successful gyms use a variety of promotions to attract and retain members, including:

Limited-Time Discounts:

Offer timely discounts for new memberships or enrollment fees. Create a sense of urgency by clearly stating that these promotions are available only for a limited time, encouraging potential members to act quickly.

Referral Programs and Incentives:

Introduce referral programs to incentivize existing members to refer friends. Discounts for students, seniors, and families are proven promotions that help broaden your market reach. 

You can also enhance your referral program by offering incentives for current members who refer new individuals. This could include discounts, free months of membership, or exclusive access to special classes or events.

Tiered Discounts on Memberships:

Introduce membership tiers with progressive discounts based on the duration of commitment. Longer commitments can come with higher discounts, providing an incentive for members to commit to a more extended period.

2. Hire Trained Professionals

Hiring trained professionals can significantly contribute to the success of a gym by enhancing the quality of services offered. Here are some strategies to consider this coming year:

Certified and Experienced Staff:

Ensure that your trainers and staff are certified and have relevant experience in fitness training as well ascustomer service. Highlight their qualifications on your website, promotional materials, and during facility tours.

Specialized Classes and Training Programs:

Introduce specialized classes or training programs led by your staff. This includes programs for weight loss, strength training, or specific fitness goals. Emphasize the expertise of your staff in delivering effective and personalized training.

Personalized Consultations:

Offer new members complimentary personalized consultations with your designated staff. This can help them understand their fitness goals and the role your trainers can play in achieving those goals.

Highlight Success Stories:

Share success stories and testimonials of members who have achieved their fitness goals with the help of your trainers. This can build credibility and demonstrate the positive impact of your staff on members’ lives.

Interactive Social Media Presence:

Showcase your trained professionals on social media platforms. Share their fitness tips, training sessions, and success stories to engage your audience and build a sense of community around your gym.

Consider featuring regular employee spotlights on your website and social media as well. This can include profiles of your trainers, highlighting their expertise, background, and contributions to the gym community.

Continuous Professional Development:

Encourage and support your staff in pursuing continuous professional development. This ensures that they stay updated on the latest fitness trends and maintain a high level of expertise.

Demonstration Days:

Organize demonstration days where your trained professionals showcase different workout routines, techniques, or classes. Invite potential members to participate or observe, allowing them to experience the quality of your trainers firsthand.

Investing in trained professionals not only enhances the quality of service but also adds a valuable selling point for potential members. By effectively showcasing the expertise of your staff, you can attract members who are looking for knowledgeable and supportive guidance in achieving their fitness goals.

3. Engage Your Audience on Social Media

Engaging your audience on social media is a powerful way for gym owners to increase membership sales, especially in the new year. Here are some strategies to effectively engage your audience:

Create Compelling Content:

Share high-quality and visually appealing content that showcases your gym’s facilities, classes, trainers, and success stories. Use a mix of photos, videos, and graphics to keep your content diverse and interesting.

Leverage Instagram Reels and Stories to give followers an insider look at your gym. Post demo videos of classes, facilities walk-throughs, and interviews with top trainers. Don’t forget to cross-post your content to TikTok as well.

Run Contests and Giveaways:

Organize contests or giveaways that encourage participation and sharing. For example, you can ask followers to share their fitness goals for the new year, tag friends, or post workout photos for a chance to win free memberships or fitness gear.

Live Workouts and Classes:

Host live streaming sessions of workout classes, training sessions, or Q&A sessions with your fitness trainers. This real-time interaction can create a sense of community and encourage viewers to visit your gym.

User-Generated Content:

User-generated content (UCG) builds trust and provides social proof that your programs deliver real results. Prospects want to see real people achieving fitness goals at your gym before signing up, so encourage members to share their workout photos, achievements, and experiences using a branded hashtag.

Repost this UCG on your social media accounts to showcase the community and foster engagement.

Behind-the-Scenes Content:

Share behind-the-scenes glimpses of your gym, including staff introductions, preparation for events, or day-to-day operations. Humanizing your brand can make it more relatable and appealing to potential new members.

Interactive Polls and Surveys:

Use polls and surveys to gather feedback from your audience. Ask questions about their fitness goals, preferred class times, or opinions on potential new services. This not only engages your audience but also helps in making data-driven decisions.

4. Use Email Marketing

Consistent and targeted email marketing can be a key driver in boosting gym membership sales, especially during the new year. In fact, email marketing often delivers the highest return on investment across all digital channels.

Use it to nurture leads, retain members, and drive membership sales for your gym. Effective digital strategies include:

Segmented Email Lists:

Segment your email lists and send targeting campaigns based on factors such as membership status, fitness goals, or engagement level. This allows you to send targeted and personalized messages that resonate with specific groups of recipients.

Welcome Emails for New Subscribers:

Implement an automated welcome email series for new leads. Use these emails to introduce your gym, highlight key features, and provide information about membership options. Include a special New Year’s offer to incentivize sign-ups.

Win Back Past Members:

Segment your list and craft targeted campaigns for members with canceled or lapsed memberships. Offer them a special discount or deal to reactivate their membership.

Exclusive Promotions:

Promotional emails are highly effective for generating leads and selling memberships. Run special limited-time offers leading up to the new year when interest is high. Free trials, discounted initiation fees, or first month free will get prospects in the door.

5. Collaborate with Local Businesses

Building strong relationships with local businesses can not only increase your gym’s visibility but also create a network of referrals and potential members. Look for collaborative marketing opportunities with complementary local businesses to drive gym membership sales, such as:

Corporate Wellness Programs:

Partner with local businesses to offer corporate wellness programs. Provide discounted gym memberships for employees, and in return, the partnering businesses may promote your gym as part of their wellness initiatives.

Cross-Promotions:

Collaborate with local health food stores, athletic wear shops, or other businesses related to fitness. Create joint promotions or discounts where individuals who purchase from one business receive special offers from the other.

Community Events:

Organize and sponsor community events in collaboration with local businesses. This could include health and wellness fairs, outdoor fitness classes, or charity runs. By being visible at these events, you can connect with potential members in a more casual setting.

6. Leverage Gym Management Software

Gym management software can be a valuable tool for gym owners to streamline operations, enhance member experience, and boost membership sales in the new year.

ABC Ignite‘s user-friendly platform streamlines day-to-day operations, automates administrative tasks, and provides data-driven insights so gym owners can increase memberships (and profits).

It also makes it easier for your sales team to attract and convert leads. The software’s built-in CRM tracks interactions with prospects across channels to ensure effective follow-up while automated email campaigns nurture leads and encourage membership sign-ups.

ABC Fitness also empowers you to identify upsell opportunities to generate more revenue per member. With a 360-degree view of each member’s usage and engagement, you can target personalized offerings to support their fitness goals.

Leverage ABC Ignite for real-time analytics on membership and revenue KPIs, access to customizable reports to identify growth opportunities, and make data-driven decisions to boost sales this coming year.

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However, while the appeal of creating a space for individuals to pursue their fitness goals is undeniable, the reality is that the financial commitment goes far beyond simply charging membership fees.

As with any business venture, proper planning and preparation are critical in order to see success. So, before you sign that lease or take out a business loan, it’s important to understand the full scope of costs involved with owning a gym.

In this blog we’ll shed light on the wider picture, helping you—an aspiring gym owner—make informed decisions as you navigate the competitive landscape of the fitness industry. From initial investments and operational expenses to the ongoing challenges that gym owners face, we’ve made sure to cover all our bases.

Continue reading to learn more about how you can make an informed decision about whether ownership is right for you, and how to turn your dream into a financially viable and rewarding reality.

The Startup Costs of Opening a Gym

Opening a gym involves various startup costs, and understanding these expenses is crucial for anyone considering venturing into the fitness industry. It requires significant upfront capital for the one-time expenses needed to establish your business.

While startup costs vary based on location, size, and the amenities you plan to offer, expect to spend a significant amount on the key pieces needed to open a gym.

1. Lease or Purchase of Space

The cost of securing a suitable location for your gym is a significant expense. Whether you decide to lease or purchase the space, consider factors like location, size, and zoning regulations that may affect costs.

If you plan to move into a raw commercial building, you’ll need to design and build out a physical gym space, which may require renovations and build-out expenses. This includes flooring, wall partitions, lighting, and creating designated areas for various types of equipment.

2. Fitness Equipment

Investing in a diverse range of fitness equipment is a substantial upfront cost. This can include cardio machines, weightlifting equipment, resistance machines, free weights, and accessories. These items can also vary greatly in cost depending on their type, brand, and condition.

Shop around to get the best deals on quality equipment and don’t forget that buying used can help you save substantially on retail pricing.

3. Business License and Permits

Obtaining the necessary licenses and permits is a legal requirement for opening a gym.

Expect licensing fees, as well as additional permits related to food service if you serve food/drinks, massage if spa services are offered, and other location-specific permits.

4. Insurance

Insurance coverage is absolutely necessary when it comes to protecting yourself and your business from potential liabilities.

Work with an insurance broker to find policies such as general liability, professional liability that covers training services, equipment coverage for circumstances including floods or theft, and worker’s comp. Premiums can vary based on your specific business.

5. Legal Fees

Having legal counsel helps avoid various issues.

Consult with business lawyers to establish your gym as an official legal entity, have them draft membership agreements for clients to sign when joining, and review any business contracts.

6. Incorporation

You’ll need to legally create your gym business as an LLC, corporation, or other entity. This involves state filing fees and costs for drafting your articles of incorporation or organization.

7. Startup Marketing and Branding

Creating brand awareness is crucial for attracting members and establishing your new gym’s brand. Budget for marketing expenses, including a website, signage, promotional materials, and social media campaigns to launch your gym successfully.

8. Initial Inventory

If you plan on selling supplements, fitness apparel, drinks, or snacks, you’ll need starting inventory. Work with vendors and distributors to stock up on their best-selling items at a discount.

9. Staffing Costs

Factor in the costs associated with hiring and training staff, including fitness trainers, front desk personnel, and cleaning staff. Consider salary or hourly wages, benefits, and any necessary certifications or training programs.

10. Miscellaneous Expenses

Ensure that you allocate funds for unforeseen or miscellaneous expenses that may arise during the early phase of owning your business. Having a financial cushion can help navigate unexpected challenges.

11. Gym Management Software

Using gym management software from the beginning allows you to easily track income, expenses, profitability, inventory, and generate financial reports. Tools such as ABC Ignite include built-in accounting features and can help streamline this portion of your business.

The Ongoing Costs of Owning a Gym

Once your gym is open, you’ll face regular monthly and annual costs needed to keep your gym operating smoothly. From rent and payroll to equipment maintenance and taxes, ongoing operational costs make up a big portion of your overall budget. And although you can’t eliminate these expenses entirely, you can take steps to keep them under control.

Some of your major ongoing costs will include:

1. Operational Expenses

Rent or Mortgage Payments: Real estate costs are a substantial ongoing expense that directly impacts the gym’s financial health. Monthly rent or mortgage payments will vary substantially based on your city and size of the facility. Be sure to negotiate the best possible rate or purchasing price as this cost will significantly impact profitability.

Utilities: Monthly utility bills, including electricity, water, heating, and cooling. Gyms with extended operating hours or additional amenities may have higher utility costs.

Cleaning Services: Regular cleaning of the gym facility, including equipment, restrooms, and common areas. Maintaining cleanliness is essential for member satisfaction and health.

2. Employee Costs

Salaries and Wages: Ongoing payroll expenses for gym staff, which may include front desk personnel, trainers, cleaning staff, and management. Employee salaries are a significant portion of ongoing costs. Remember: properly budgeting for labor to match your member demand is crucial.

Benefits: Costs associated with providing benefits to employees, such as health insurance, retirement contributions, paid time off, and other perks.

3. Equipment Maintenance and Replacement

Routine Maintenance: Regular servicing and maintenance of gym equipment is necessary to ensure it remains in good working condition. Preventative maintenance will help prevent costly repairs or replacements.

Equipment Replacement: Budget for replacing or upgrading equipment as it wears out or becomes outdated. Do your best to stay up-to-date with fitness trends that may involve investing in new equipment.

4. Insurance

Liability Insurance: This is a premium for general liability insurance, which protects your studio from legal claims related to injuries or accidents that may occur on the premises.

Property Insurance: Be sure to have coverage for your gym’s physical assets, including equipment, furnishings, and the building itself. Property insurance also provides protection against damages or losses due to events such as fire or theft.

5. Marketing and Advertising

Advertising: Allocate a percentage of your total revenue to marketing and advertising. This will help promote your gym, attract new members, and maintain visibility in the local community. Tactics can include Facebook/Instagram ads, website SEO, direct mail, partnerships with local businesses, community sponsorships, and ongoing special promotions.

Promotions and Specials: Budget for occasional promotions, discounts, or special events to boost membership sign-ups and retain existing members.

6. Taxes

It’s important to budget for property taxes, business taxes, and other regulatory fees associated with gym ownership. Staying compliant with tax regulations is crucial for avoiding legal issues and will help you maximize write-offs and deductions to lower your tax burden.

7. Software and Technology

Technology Upgrades: Budget for annual upgrades to technology infrastructure, such as updating computer systems, software, and digital signage. Staying technologically current enhances the member experience and operational efficiency.

Software and App Integration: As technology evolves, we recommend investing in integrating new software or apps that enhance member experience, such as mobile apps for class bookings or virtual workouts.

While it’s impossible to eliminate the above ongoing costs, ABC Ignite’s gym management software can help you reduce administrative time—so you can focus on generating more revenue. 

Manage the Cost of Owning a Gym Using Software

With commitment, hard work, and smart financial management, owning a gym can be a rewarding and fulfilling experience.

Wondering where to begin? Consider ABC Ignite—a gym management software platform that helps maximize revenue potential while keeping costs under control.

Get the following features in one easy-to-use place: 

• Billing: Automate payment collection for recurring membership dues.
• Sales Automation: Send automated texts based on common sales triggers, like incomplete registrations and trials.
• Marketing Emails: Create marketing emails using a simple drag-and-drop email builder to increase sales and retention.
• Self-Serve Capabilities: Members are able to update their payment methods, book classes, and change contact info.
• Reporting: Get in-depth analytics on new joins, class bookings, training appointments, etc.
• And much more.

By streamlining administrative tasks, ABC Ignite provides gym owners with greater oversight and control over their business. This allows for a greater focus on attracting new members, keeping existing members engaged, and identifying opportunities to maximize profitability.

With dedication and the right tools like ABC Ignite by your side, you can turn your dream of owning a successful gym into reality.

To learn more about how ABC Ignite’s gym management software can position you for success, get a demo today.

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